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I do not recommend Bill's service, Cascadia Managing Brands, for new beverage companies.
Bill was previously the COO of New Leaf but got fired for sexually assaulting a trade show model. He has had several clients sue him at Cascadia Managing brands alleging that he mismanaged their brands.
In my opinion your money is better spent with a different consultant.
I don't like the fact that you are required to go into a 12 month contract to do business with him.
I highly recommend the services of Cascadia Managing Brand for customers that are in the natural foods business. These guys know the business really well.
Bill is a brilliant thought leader in the category and has deep institutional experience with distributors.
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